Deliver the Right Offer to the Right Customer at the Right Price
Customer Demand Analysis™ (CDA™) allows our clients to review strategic options and quantify the value of a given growth strategy through rigorous economic analysis. It optimizes value for each customer segment by:
- Assembling the right mix of features and benefits
- Establishing relationships between brands and sub-brands
- Calculating the ideal price point
- Constructing an optimal channel strategy
The Cambridge Group's CDA methodology quantifies the impact of various brand, product and marketing strategies by customer segment. One major advantage to this approach is its ability to evaluate demand dynamically by generating profitable growth scenarios based upon optimized pricing, brand architecture and product/offer configuration.
CDA measures overall demand potential as well as preferences for various product benefits, features and brands by customer segment. With this approach, we can identify the features that customers want most, and then measure the price premiums they are willing to pay for them. CDA models allow us to optimize client economic results by delivering the right offer to the right customer at the right price. In addition, CDA can determine the potential revenue resulting from improvements to specific aspects of the value proposition or key elements of the brand's equity.
Selected Case Studies
- Case Study 1 - A Major Office Supplier leverages demand insights to combat growth and eroding margins, nearly doubling sales in its category.
- Case Study 2 - A National Printing Company identifies internal "sweetspot" and customer profitability drivers to realize a 39% increase in gross profits and 19% increase in profit margins.
- Case Study 3 - A Global Pet Food Manufacturer optimizes its portfolio to realize significant revenue and profits.